HEALTH

Poll gauges women’s brand loyalty

BY Michael Johnsen

YONKERS, N.Y. According to a new poll released Monday that will be featured in the November 2008 issue of ShopSmart, a publication of Consumer Reports, women are willing to switch brands of over-the-counter medications (68 percent), milk (67 percent) and eggs (67 percent) to save money, but only 29 percent say they would change their brand of pet food.

Now, more than last year, 29 percent of respondents say that they’re buying more generic or store brands; in households with kids the number is 37 percent.

Women are also reluctant to switch cosmetics (30 percent), personal-care items (48 percent) and toilet paper (49 percent).

The poll also found that when it comes to shopping for new appliances, 27 percent of women say that reliability is the most important consideration while the brand falls well behind the other factors in determining which appliance to purchase at 4 percent. However, women are not willing to sacrifice brand name to save money on appliances as only 38 percent of women said they would purchase a lesser known brand to save money.

“We were surprised to find that women are so readily willing to switch medications,” stated Lisa Lee Freeman, editor-in-chief of ShopSmart. “However, I am happy to see that women value reliability over brand when it comes to large purchases such as appliances.”

Conducted by the Consumer Reports National Research Center, the brand loyalty poll is part of ShopSmart’s feature on the best and worst brands, which includes a guide to which types of products are most likely to need repairs, information about whether an appliance is worth repair or should be replaced instead and tips to maintain appliances to avoid costly repairs.

The Consumer Reports National Research Center conducted a telephone survey of a nationally representative probability sample of telephone households. As many as 1,006 interviews were completed among women over the age of 18. Interviewing took place between June 26 and June 29.

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Natrol introduces Cholest Intercept aimed at lowering LDLs

BY Michael Johnsen

CHATSWORTH, Calif. Natrol on Monday announced the introduction this month of Cholest Intercept, which according to the company is a natural, safe and effective way to lower LDL cholesterol by as much as 15 percent in as little as 4 weeks while also preserving HDL cholesterol.

“Cholest Intercept contains an advanced formula of plant sterols that can actively compete with food cholesterol for absorption in the small intestines,” stated Michael Yatcilla, Natrol vice president of research and development. “When Cholest Intercept is taken with meals, the body absorbs less cholesterol from fish, meat, dairy, eggs and other animal products. This results in lower levels of LDL cholesterol in the blood.”

Cholest Intercept also contains B-vitamins which have been shown to help maintain normal homocysteine levels that are already in the normal range, Yatcilla added.

According to Natrol, the company is promoting the product launch through a buy-one-get-one-free offer at Rite Aid through Sept. 27.

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Herb Baer named chief marketing officer of Water-Jel

BY Michael Johnsen

CARLSTADT, N.J. Water-Jel Technologies last week named Herb Baer its new chief marketing officer and vice president, consumer sales, the company announced Friday.

“We created this new position to help drive the growth we foresee in both existing and new channels,” stated Water-Jel president Michael Pisani. “Baer’s new goals are to set the direction for Water-Jel’s go-to-market strategies, increase brand and product awareness and develop and market new products through the industrial and retail channels.”

Water-Jel Technologies provides Emergency Medical Services, Industrial Safety professionals and the United States Military with emergency first aid burn care products. In addition to the company’s burn care line, Water-Jel markets WATER-JEL Burn Jel Plus and other burn products as well as Kidz Health Children’s Adhesive Bandages, and licensed character personal toiletry products to consumers through a variety of drug and national discount stores.

Baer has two decades of experience with Fuji Photo Film USA, where he held vice-president level marketing and sales roles across a wide section of channels.

Baer earned his Bachelors degree in Economics and Human Kinetics from Rutgers University and his Masters degree in Sports Management from Adelphi University.

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